Offer an Opt Out for Mother’s Day and Father’s Day Communications
Mother’s Day and Father’s Day are among the most sentimental and widely celebrated holidays of the year. For many, they’re joyful moments to honour parents, share memories, and express gratitude. But for others, these days can be emotionally complex—or even painful. Whether it’s due to the loss of a parent, estrangement, infertility, miscarriage, or the experience of being an unacknowledged parent or child, these holidays can be triggering. They can serve as reminders of grief, absence, disappointment, or exclusion.
In an increasingly emotionally aware and diverse society, charities, businesses, and brands have an opportunity—and arguably a responsibility—to acknowledge that not every customer, supporter, or employee experiences these holidays the same way. Further, you have an opportunity to offer people the chance to opt out of communications related to such holidays.
A Sensitive Approach in Action
The email in the image above from True Classic, titled “Opt-Out of Father’s Day Emails,” is a thoughtful example of what respectful, inclusive messaging can look like. In just a few lines, they:
- Acknowledge that Father’s Day may be a sensitive time for some people.
- Offer a simple opt-out link for those who’d rather not receive holiday-related messages.
- Reassure recipients that opting out won’t affect their relationship with the brand.
True Classic did the same for Mother’s Day emails. This is a small but powerful act of empathy. It recognises the emotional spectrum people may feel without demanding an explanation or forcing a universal experience onto every inbox.
Why Allowing People to Opt Out Matters for Charities and Corporations
1. Builds Trust and Respect
Acknowledging the full emotional range of your audience—rather than just the idealised version—builds authenticity and respect. It sends a clear message: “We see you.”
2. Supports Emotional Wellbeing
For many who are grieving or struggling, being bombarded by messages about parents can feel isolating or overwhelming. Giving people the choice to opt out is a form of care.
3. Aligns with Values of Inclusivity
For organisations that claim to value diversity, equity, and inclusion, this is an actionable, human-centred step in that direction.
4. Enhances Brand Loyalty
Compassionate communication resonates. People are more likely to remember and stay loyal to brands and organisations that make space for real life and real emotions.
Tips for Thoughtful Holiday Communications
- Send a holiday opt-out email in advance of Mother’s Day or Father’s Day.
- Use inclusive language that acknowledges a range of experiences.
- Train staff—especially those in customer service or donor relations—to be sensitive to these nuances.
- Avoid assumptions about gender, family structures, or relationships in your campaigns.
As we move toward more thoughtful communications in all sectors, companies and charities alike have the chance to lead with empathy. A simple opt-out message may seem small—but for someone struggling, it can be the thing that makes them feel seen, respected, and supported. And that’s good for humanity, not just for business.
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